How to define colors for your visual identity: Tips and tricks -

Choose colors for your logo is not an easy thing! They must convey a positive emotion and arouse the attention of your target. Also, we must understand your activity through them. They must be associative and marry perfectly. To define complementary colors, I suggest you read some tips! This will serve you to create your brand, your products, but also any form of visual communication …

Choose the colors of your activity

Each sector of activity includes very specific colors and in accordance with a particular profession. Colors can perfectly match your core business, and what you want out of it. To do so, find out about the colors to use in your trade. A very simple tip: Analyze the colors defined on 100 logos of your activity on the internet. This will give you an overview of the tones you can use. Finally, do something different! The goal is not to take the same color as your competitors, but to adjust it according to your tastes and what you want to convey to your readers.

For example, communication is often interpreted as blue mixed with orange. You will understand why this choice of color on the graphic charter of Webmarketing & Com! Do not hesitate to read our article on color definitions to find out a little more!

Establish a mood board

Making a selection of some interesting visuals is essential to find your first ideas. Selecting the most beautiful visuals of your competitors to define a Mood Board is an essential solution for choose your colors when creating an identity. Thanks to many online resources, you will be able to establish your own sample visuals. The goal here is not to reproduce what already exists, but to be inspired by it in order to build a unique identity.

To properly develop your Mood Board, it is necessary to conduct an in-depth research on the graphic charters, products and layouts of your competitors to assimilate them to a single visual. This visual will therefore include a selection on your part, to ultimately reduce your field of vision.

Use complementary colors

In order to check if your colors blend together correctly, simply use a color wheel. Thanks to this magnificent color wheel, you will be able to have an idea of ​​the colors to use during your creation. It is essential that your colors are complementary. Finally, do not go headlong by keeping these graphic rules in mind, above all make the association of colors attractive and unique! To do this, detaching yourself from certain rules in the world of graphics is not trivial.

Check that the colors are printable

In colorimetry, there are two color modes. CMYK and RGB mode. You need to make sure that your colors are in CMYK format, especially for your advertising impressions. RGB mode is dedicated to any graphic design on the web only. Also note that the color of the screens is not the same for everyone. I suggest you realize your identity and test the colors with standard screens. Then try to print a sample to check if the color is right!

Dare between cold and hot

Warm colors evoke heat and energy, but can also represent danger, warning. You must use sober colors to avoid any form of negativity. As for cold colors, they are synonymous with freshness and appeasement. Use them to decorate your design and calm the spirits. Playing between cold colors and warm colors to develop a graphic charter can have a lot of impact on your communication!

Use a color palette generator tool

Thanks to a few online tools, you will be able to generate associative and married colors easily. Adobe Color, for example, is a pallet generation tool interesting and easy to learn. Finally, the color palettes can also be reworked upstream, after having exported your file and integrated it into your graphic charter. Be careful, only use tools that offer you compatible colors in CMYK so as not to have any bad surprises! If you want to know some tools, do not hesitate to read the tools to use to generate its colors.

Check each color background

You should also take into account that each color should be available for light and dark. For example, a logo on a white background can also be designed in another color on a black background. To make it ergonomic, try 3 color backgrounds :

  • A white background ;
  • A black background;
  • A solid color background, that of your graphic charter.

The main color of your graphic charter is important. Only validate this color if it is worked and complementary with different other color backgrounds.

About the Author

Kevin BENABDELHAK: Professional graphic designer, company representative of the company K-GRAPHISTE

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